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Naked’s Campaign Invites Consumers To Embark On A ‘Wait Loss’ Journey

Nakeds Campaign Invites Consumers To Embark On A Wait Loss Journey

Conceptualised by Naked’s in-house advertising team and creative studio, the Lose Wait campaign covers a range of digital media, radio and outdoor executions. The cheeky creative emphasises how insurance customers can ‘lose wait’ by getting a quote, buying cover, claiming, and managing their insurance on the Naked app.

Ernest North, co-founder of Naked Insurance, said: ‘In keeping with our other recent campaigns, we conceptualised ‘Lose Wait’ as a tongue-in-cheek way to showcase what a modern insurance customer experience should look like. We’re inviting consumers to embark on a ‘wait loss’ journey by getting Naked.’

On Sunday, 19 May, Rugby World Cup winner and Springbok Ox Nché spoke about his ‘wait loss’ journey in the Sunday Times, featuring prominently on the front page and with an advertisement in the lifestyle section. Additionally, his ‘story’ was supported by videos posted on social media which was played more than 86,000 times in the first three days. The number of people organically searching for ‘Naked Insurance’, particularly since Nché’s video and ad, has already increased by 23%.

Influencers such as well-known actor and comedian, Glen Biderman-Pam, actress and content creator Cassidy Nicholson and actress and singer Gugu Dhlamini, are taking part and sharing their ‘wait loss’ journeys through social posts and videos.

‘I’m really proud of Naked’s in-house creative agency, having once again come up with a clever campaign that cuts through a cluttered insurance ad landscape with a relatable theme and message. We believe it will resonate with anyone who feels frustrated with companies and industries that aren’t keeping up with their digital lifestyles,’ said North.


The Effects Of Three Apples On The Rising Phenomenon Of Social Commerce

The Effects Of Three Apples On The Rising Phenomenon Of Social Commerce
Murray Legg, Webfluential.

From the garden to the orchard to the Apple store, this trinity of apples has converged in the rising phenomenon of social commerce. Their symbolic undertones of status, social influence, and mobilised consumer behaviour have manifested into a meaningful shift in how we interact with brands and make purchasing decisions today. Murray Legg, Co-Founder of Webfluential, discusses how three iconic apples have profoundly shaped human behaviour over the centuries.

It began with Eve’s fateful bite, symbolising our innate temptation for social status. Then came Newton’s apple, revealing the gravitational forces that exist between objects and people. Finally, there was Steve Jobs’ Apple, putting a powerful handheld window to the world in our palms – allowing us to seamlessly connect, purchase, and share our lifestyles like never before.

As someone immersed in the tech world, I’ve become fascinated by the convergence of community, technology, commerce, and creativity. This intersection represents more than just intrigue – it’s a paradigm shift in how we engage, influenced by the same temptations and forces that the three legendary apples set about.

Our recent analysis of creator metrics on traffic, trust and conversion revealed social commerce’s powerful impact first-hand. Like Eve’s apple, the illustrated social status of the influencers we follow taps into our desires for mimicry and ultimately, product purchase. It delivers authenticity through the trusted voices and stories of influential creators that hold gravitational pull in our social orbits, and like Jobs’ ground-breaking devices, social commerce allows these influencers to mobilise consumer behaviour with incredible immediacy and seamless shopping experiences.

The Social Commerce Revolution

This transformation extends far beyond simply adopting new digital tools or chasing trends. It reflects a fundamental shift in how brands, creators and consumers interact. The era of shopping as a passive, disconnected activity confined to physical stores or basic e-commerce sites is over. Social media has blossomed into vibrant digital communities and marketplaces where creators don’t just carry influence – they cultivate relationships, tell stories, and drive purchases directly through the gravity of their resonance and reach.

Consumers aren’t just buying products anymore. They’re buying into authentic narratives crafted by people they feel drawn towards. Creators have turned their social feeds into modern-day apple orchards, blending product showcases with personal storytelling to make every interaction shoppable and gratifying on a primal level.

Social commerce’s power lies in this perfect mashup of ancient tendencies and modern convenience: It delivers on our aspirational indulgences, through gravitational influences, and is seamlessly executed through engaging experiences aligned with how people prefer to make purchases today.

The Rapid Rise of Social Commerce

While the tendencies behind social commerce are rooted in humanity’s earliest eras, its recent growth has been staggering. Live-streaming commerce alone is massive, valued at around $774 billion globally. This scale underscores how adeptly social platforms can influence consumer behaviour by harnessing age-old psychological forces.

In South Africa, local brands aren’t just participating – they’re pioneering live-streaming as a way to transform passive viewers into active shoppers. By broadcasting engaging product experiences through trusted creator voices, brands are reinventing the customer journey as an immersive, instantly shoppable event. It’s that Verimark experience we used to watch on TV, with a ‘click to purchase’ convenience right on our phone.

The opportunity extends far beyond live shopping, too. Shoppable posts that tag purchasable items directly in photos and videos are enhancing the act of scrolling our social feeds. What was once simple browsing of friend’s life experiences and enhanced photos, has become large-scale industrial level-harvesting, allowing consumers to effortlessly pick and purchase any digital apple that catches their eye.

Seizing Social Commerce’s Low-Hanging Fruit

While significant opportunities exist, the South African market has been slow to fully embrace social commerce’s potential. Many companies remain heavily invested in traditional media strategies despite digital’s proven ROIs and consumer gravitations. This adoption rate has partly been governed by internet access and online purchase comfort, but is being accelerated by competitive behaviour between marketplaces such as the recently launched Amazon.co.za, Temu and Shein.

Closing this gap requires a digital-first mindset, one focused on not just advertising alongside social content but embedding commerce capabilities directly within these authentic digital communities where consumers already cultivate relationships with brands organically.

Here’s how brands can start harvesting social commerce’s benefits:

– Audit your digital presence and realign it with where consumers truly spend their time.
– Partner with creator communities that resonate with your brand to amplify your narratives through voices that carry real gravity.
– Measure your efforts not just by followers or likes, but by how effectively social interactions translate into tangible sales.

The three legendary apples may have originated in different contexts across the centuries, but their collective impact on human behaviour has paved the way for an era where community and commerce not only harmoniously co-exist, but are becoming inseparable. For brands willing to embrace this reality, the opportunities are ripe for the picking.


Submit Your Loeries Entry By 31 May

Submit Your Loeries Entry By 31 May

The Loeries entry deadline closes on 31 May. Don’t miss out on this incredible opportunity to showcase your creative excellence. Modern Marketing is a proud media partner of The Loeries.

Submit your entries before the deadline to ensure your work is considered for one of the industry’s most prestigious awards. As Africa and the Middle East’s premier award that recognises, rewards, inspires and fosters creative excellence in the advertising and brand communication industry, winning a Loerie is the highest accolade for creativity and innovation across our region. The Loeries, a proudly not-for-profit company, promotes and supports creativity by helping marketers, agencies and consumers appreciate the value of fresh thinking, innovative ideas and outstanding execution.

The Loeries focuses on key categories where creative excellence amplifies a brand’s ability to connect with its audience. Entrants therefore have the choice of submitting their work in a number of categories such as film, print, radio and audio, digital, design, live events, PR, social impact campaign, service design, media innovation and a number of other innovative categories. These categories are continuously refined annually to ensure that they represent a true view of the types of consumer communication being created across the region.

For any queries regarding your entries, please contact the Loeries support team: info@loeries.com.


Radio Still Has The Ear Of South Africa’s Mid To Top Income Earners

Radio Still Has The Ear Of South Africas Mid To Top Income Earners

Low-tech and data-free, radio has managed to firmly hold its ground, while the rest of its traditional media siblings have slipped into the digital abyss.

Free and far-reaching, democratic and community-building, informative, entertaining and companionable, radio is just about the only legacy medium still thriving in South Africa. The country’s radio landscape is abundant with over 320 public, commercial and community radio stations ensuring universality and delivering a collective listenership that is estimated at 80% of the population.

BrandMapp’s Director of Storytelling, Brandon de Kock said, ‘The story of radio’s continued success is interesting because it’s clearly a surviving dinosaur! Yes, plenty of South Africans still watch TV, but the nature of how that programming is delivered has changed radically and traditional TV has been hammered by streaming services like Netflix, Showmax and Amazon Prime Video in certain population segments. And newspapers and magazines have been decimated as we have turned to digital content to satisfy our needs for news, views, gossip and advice. Radio, on the other hand, has been extremely resilient. One of the primary reasons given is that it’s free, so there’s no economic barrier of any kind, which is obviously true. So, when you look at the BrandMapp audience, which is the top 30% of the country’s income-earners, you might expect that radio listenership would then not be that high amongst this group. But you’d be wrong!’

The latest BrandMapp survey which, every year, canvases over 33,000 adults living in households with a R10,000 or more monthly income disproves the idea that radio is only popular in the lower income segments. Year on year, radio remains a significant force in the lives of South Africa’s tax paying households. Only 7% of BrandMapp respondents never turn on a radio and a massive 58% say that they listen to radio every single day. 73% are tuning in once or twice a week, or more – which is very close to the official establishment data estimate of 75% for the total population.

De Kock said, ‘The story of radio’s impact on taxpayer adults in South Africa becomes more interesting when we look at a trended view of the BrandMapp data over the past few years. In the pre-Covid era, 47% of South African taxpayers said they were listening to the radio a few times a day. The following year, radio listenership crashed by more than 10 percent, but importantly, it has since settled into a steady ‘new-normal’. What would have caused this crash? There are numerous possible answers to that, all of which are worth considering because they might just shed light on how radio listenership, while still strong, is still in a state of evolution, or perhaps revolution.’

In a world where so many young people rely on social media for their news and information, the latest BrandMapp data confirms that age makes a difference when it comes to radio listenership. De Kock said, ‘There’s a theory that younger adults, our digital natives, tend to listen to less radio and BrandMapp results back this up. Younger people in mid to top income households are more likely to ‘hardly ever’ or ‘never’ listen to radio, while the people most likely to listen to radio are our older working population and the parent generation.’

But perhaps the most striking shift in radio consumption has to do with when and where people are listening to radio. Traditionally, morning and evening drive times were the ‘golden hours’ for commercial radio stations both in terms of on-air talent and premium advertising slots. But that has shifted dramatically in a post-lockdown world. While 61% of the respondents are listening during their morning commute, afternoon drive time listenership has dropped to just 25%. De Kock said, ‘This is even lower than listening to the radio at home in the morning before the morning drive. Where did this change come from?’

The crash in afternoon drive time listenership can be tracked back to COVID times. In 2019, BrandMapp recorded 57% of people listening to the radio during the end of day commute, closely in line with the 56% listening during the morning drive. Two years later, only 26% of the respondents were still tuning in to radio in the afternoon, a staggering 31% drop off.

De Kock said, ‘COVID cut the afternoon drive time listenership off at the knees. Obviously changed commuting patterns have a lot to do with it. BrandMapp also measures 60% of taxpayers engaging in hybrid work of some sort, so that traditional concentrated evening rush hour traffic phenomenon just isn’t what it used to be. It’s the same reason why we measure ‘driving around during the day’ as such a big listener occasion for these people: they are now more likely to be commuting at arbitrary times. But at the same time that this was happening, there has been a radical adoption of streaming services, not just TV but music and podcasts, and there’s been a lot more downloading of content as well. I think what we are seeing here is a multiplier effect.’

‘In the morning, the radio is a very powerful here-and-now mechanism for finding out what’s going on in the world. If you put the radio on in the morning while you are having breakfast and driving to work and school, you will know your local 24-hour weather outlook and what the important news of the day is around the world. Morning radio is a great way to be informed about the upcoming day.’

But radio is not just about news, it is also about entertainment, and nowadays when we feel like being entertained at the end of the working day, we have other ways to achieve that. On the drive home, we can switch to Bluetooth and listen to our own playlists on Spotify, the music we own or a favourite podcast on our devices.’

Although the listening occasions may have changed somewhat, it is clear that radio still has the ear of South Africa’s mid to top income earners and in fact, the strength of the medium in the morning has arguably never been higher. De Kock concluded, ‘In the post-COVID world, South African radio’s signal is still strong. A lot of people currently listen to a lot of radio, but the way we engage with radio has changed, perhaps forever.

In response to these shifts, we also see South African radio stations looking to keep up with changes. For instance, radio station podcasts are starting to become more significant and there are stations launching parallel, 100% music playlist app-based specialist ‘stations’ to make sure they totally satisfy niche audiences. That’s clever thinking. The radio stations that I see succeeding over the long term are the ones who don’t try to fight against evolving listenership, because you can’t. You must embrace it, and that means doing clever things and understanding more about what different people want to listen to, in different ways at different times of the day.’


Eurovision 2024 Blunders: A Cautionary Tale For PR Practitioners When Managing A Brand’s Image

Eurovision 2024 Blunders A Cautionary Tale For PR Practitioners When Managing A Brand Image
Photo: Israel Palacio on Unsplash.

Chantal Riley, MD of Midnight Fox, looks at the lessons to be learnt from Eurovision 2024 and PR blunders to avoid when managing a brand’s image.

As a Eurovision fan, I am used to the disappointment associated post-event when you realise you have another year to wait, or potentially your favourite didn’t win this year. However, watching this year’s contest, I was less dazzled by performances and more aghast at the behind-the-scenes spectacle that is still playing out.

For those of you who have no idea what I am talking about, Eurovision is not just a Netflix movie but a yearly song contest spectacular, where countries from Europe (including Australia, don’t ask) compete by showcasing their original songs and performances. It’s a colourful and vibrant extravaganza that brings together diverse cultures, musical styles and languages on one stage (or at least that’s what is supposed to do).

Viewers from around the world tune in to watch the performances, vote for their favourite acts, and celebrate the joy of music and unity. With its iconic stage productions, fierce competition, and passionate fanbase, Eurovision has become one of the most anticipated and widely watched events in the world of entertainment.

And then 2024 happened…from communication missteps to organisational blunders, several incidents from the event serve as cautionary tales for PR practitioners. By examining these mistakes, we can uncover important lessons that can help brands avoid similar pitfalls and safeguard their reputation in the face of adversity.

Neglecting Crisis Preparedness

One of the most glaring PR blunders at Eurovision 2024 was the apparent lack of crisis preparedness demonstrated by the European Broadcasting Union (EBU) – they own and operate Eurovision. From refraining to properly comment on the first disqualification in its 68-year history, to ignoring calls to stick to previous years’ principles and ban a certain country from participating, to failing to address contestant complaints both pre and post-show, the EBU saying nothing did more damage than not. This clear lack of preparedness not only exacerbated the problems but also undermined confidence in the EBU’s ability to manage crises. I question whether or not the EBU had any PR or communications plans or teams in place, and if they did, I would fire them for incompetency.

Lesson: PR practitioners should prioritise crisis preparedness, ensuring that they have robust plans and protocols in place to address unforeseen circumstances promptly and effectively.

Blaming Others

Another common PR mistake witnessed at Eurovision 2024 was the tendency to deflect blame onto others when things went wrong, or simply not taking any accountability at all. Instead of taking complaints from contestants seriously, organisers were quick to hold what they refer to as ‘crisis meetings’ but these lacked any response to and correction on the complaints, often citing the matter was out of their hands. Uh, you’re in charge of the entire event – how is anything out of your hands? This approach not only eroded trust and credibility but also detracted from efforts to resolve the issues at hand.

Lesson: PR professionals should remember that accountability is key in crisis communication, and taking ownership of mistakes is essential for rebuilding trust and maintaining reputation.

Inconsistent Messaging

Eurovision’s slogan is ‘United by Music’. The reality turned out very different. Contradictory statements, mixed signals and disjointed communication efforts all contributed to confusion and undermined the overall effectiveness of any communication efforts. No one was united, in anything, at all…except maybe confusion.

Lesson: Consistency is paramount in PR, and organisations must ensure that their messaging is coherent and aligned across all channels and platforms. Failure to do so can lead to mistrust, scepticism, and reputational damage.

Ignoring Feedback And Silencing Critics

Despite the fervent passion of Eurovision fans, EBU was quick to dismiss feedback and criticism from viewers and stakeholders in the run up to this year’s finals. This resulted in calls to boycott, mass protests outside the venue in Sweden, certain media having their passes revoked, and even the censorship of participants as the EBU seemed too afraid about what contestants would say ‘out of turn’. This was evident in the cancelling of press conferences on Friday after the start of the Dutch incident investigation, and even cutting off of mics after final performances. Angelina Mango (Italy) was allegedly fined by the EBU for giving a statement to press about a situation that had occurred in the Eurovision Arena.

Lesson: Ignoring constructive feedback and choosing to silence critics only serves to alienate audiences and perpetuate negative perceptions. PR professionals should recognise the value of listening to their audience and engaging in meaningful dialogue, even when faced with criticism. Embracing feedback as an opportunity for improvement can help organisations build stronger connections with their stakeholders and enhance their brand reputation over time.

Failing To Adapt And Read The Room

Perhaps the most glaring PR lesson from Eurovision 2024 was the consequences of failing to adapt to changing circumstances. Case in point was the ode to Eurovision’s executive supervisor, Martin Österdahl, number, which given the climate at the time could’ve easily been cut from the show’s running order but was instead met with the boos it deserved (and yes, you could hear them over the anti-booing technology). Read the room! By the time the finals aired, the EBU was in deep trouble and instead of adapting, they railroaded ahead as if nothing was wrong.

Lesson: In today’s fast-paced and dynamic media landscape, adaptability is crucial for success in PR. Organisations must be willing to embrace change, experiment with new approaches, and pivot their strategies as needed to stay relevant and resilient in the face of uncertainty.

The story of Eurovision 2024 is one of a divided Europe. For a contest that claims to be apolitical, the EBU’s behaviour this weekend would suggest otherwise. For many fans, the contest’s long-held insistence on so-called political neutrality and fairness to all – ironically casting itself in the figurative role of Switzerland – is no longer convincing, or even possible.

Sadly, the EBU has yet to own any of its issues and mistakes by this point, and so further crises seem likely. Many contestants have gone public with their experiences (one calling it traumatic, and they wish they never went through at the semi-finals) and several country broadcasters threatening legal action for the way in which their country contestants were treated.

But the positive takeaway is that PR and communication professionals can learn a lot of what not to do thanks to Eurovision 2024. By examining the mistakes made during the event, PR practitioners can gain valuable insights and ensure they do better. By heeding this cautionary tale and prioritising best practices in communication and reputation management, brands can avoid similar missteps and position themselves for success in an ever-evolving media landscape.


Why You Should Integrate SEO Strategies With Search Generative Experience Principles

Why You Should Integrate SEO Strategies With Search Generative Experience Principles

Mbudzeni Neluvhalani, SEO Specialist at Nerdware, says in an age where information is abundant and attention spans are passing swiftly, the search for efficient and intuitive digital search experiences has become very important.

Search Engine Optimisation (SEO) is widely known as the practice of optimising websites and their content to rank higher in search engine results pages (SERPs) for relevant keywords and phrases. The primary goal of SEO is to increase organic (non-paid) traffic by boosting its visibility in search engines like Google, Bing, and Yahoo.

Traditional search engines have served us well, but as the volume and complexity of data continue to grow exponentially, a new paradigm is emerging – the Search-Generative Experience (SGE). SGE is a concept that goes beyond traditional SEO by focusing not only on optimising for search engine algorithms but also on enhancing the overall user experience. This entails creating valuable, engaging, and user-friendly content that not only attracts search engine traffic but also fosters user engagement and satisfaction.

Think of SGE as having a super-smart assistant who knows you better than you know yourself. It takes into consideration your past searches, your preferences, even your current location to deliver results tailored just for you. It’s like magic, but powered by algorithms.

Picture this: you’re on the hunt for specific information. You type in your query and hit enter. And boom – instead of just getting a bunch of random links thrown at you, SGE kicks in, providing you with super helpful information.

SGE delivers dynamic, interactive content that’s not just informative but also hands-on. Need a dinner recipe? SGE not only finds one for you, but also enables you to customise it to match your dietary preferences and pantry inventory. It’s like having a virtual sous chef right at your fingertips, ready to cater to your culinary whims!

SGE is powered by some seriously cool tech such as AI and machine learning. Google’s SGE aims to promptly offer users the information they seek without necessarily leading them to external sites or content. This shift is poised to have a significant impact on your business.

SGE’s quick-answer emphasis may reshape how users interact with websites. As users find what they need more efficiently , websites must adapt to remain relevant. This underscores the importance for businesses aligning their SEO strategies with SGE principles to enhance organic discoverability and user productivity. visible amidst evolving search functions.

Integrating SEO strategies with SGE principles will ensure increased organic discoverability and user productivity. Understanding SGE’s influence is key for maximising website effectiveness in our ever-evolving digital world. Exciting times ahead in the world of search!


Offlimit Communications Celebrates 20th Anniversary

Offlimit Communications Celebrates 20th Anniversary

As Offlimit Communications (OLC) commemorates this significant anniversary, it reaffirms its dedication to exploring new horizons in through-the-line (TTL) marketing by offering innovative solutions and exceptional service.

Reflecting on the agency’s journey, Jerome Cohen, Founder of Offlimit Communications, stated, ‘Our 20-year milestone underscores our unwavering commitment to excellence, creativity, and a relentless ‘can do’ culture. The resilience and dedication of our team have been instrumental in navigating the complexities of our industry and achieving remarkable success.’

Central to OLC’s ethos are the principles of ‘hustle’ and ‘value,’ signifying the importance of perseverance, relentless pursuit of excellence, and the delivery of significant value to clients. By continuously adapting to the evolving marketing landscape and embracing innovation, OLC has consistently exceeded client expectations.

In the past five years, OLC has achieved a notable BBBEE rating, demonstrating its commitment to diversity, equality, and empowerment within the South African business landscape. This accomplishment is a testament to the agency’s dedication to fostering an inclusive and progressive workplace.

The agency’s client base has expanded significantly across the FMCG industry, reinforcing OLC’s position as a leader in delivering targeted and impactful marketing solutions. Furthermore, OLC continues to be one of Coca-Cola’s preferred agencies, a relationship built on mutual trust, innovation, and outstanding campaign success.

Cohen, along with partners Lisa Alton, Shereen Zuma, and Garon Bloom, believe they are just getting started. ‘As we celebrate this milestone, our focus on innovation, value addition, and strengthening client relationships is stronger than ever. We are eager for the opportunities that lie ahead and remain committed to continuing our legacy of excellence in TTL marketing,’ Cohen added.

OLC’s journey over the past two decades showcases its ability to overcome industry challenges, its steadfast commitment to clients, and its drive for success in the TTL marketing realm. The agency is excited about the future, ready to embark on many more years of growth, innovation, and contributing to the success of businesses in Africa and beyond.


Mediamark Digital Announces Partnership With In-Game Audio Advertising Offering

Mediamark Digital Announces Partnership With In-Game Audio Advertising Offering
Mark Botha, Mediamark.

Mediamark Digital has partnered with gaming industry leader, Odeeo, on an innovative new offering, introducing South African brands to an innovative way of connecting with audiences through audio.

In-game audio advertising feeds seamlessly into the gaming experience, playing advertisements to gamers who have their sound enabled, complimented by a display advert which appears on the screen. These non-disruptive advertisements are generally more readily accepted by gamers.

Head of Digital at Mediamark, Mark Botha, explained, ‘Gamers are frustrated with the current array of in-game advertising formats that are disruptive to the gaming experience as they force players to wait. In-game audio sidesteps this issue, and being audio, directly aligns with Mediamark’s passion for delivering world class solutions to client’s audio marketing needs.’

Odeeo reaches millions of mobile gamers globally. Casual gamers are a loyal audience who on average dedicate over 60 minutes a day to playing their favourite games, and typically have around eight games installed on their devices.

Botha added, ‘With gaming enthusiasts being receptive to brand messages, the appeal spans across various demographics and any brand with an audio strategy should be considering in-gaming audio.’

Odeeo CEO, Amit Monheit, said, ‘We’re thrilled to partner with Mediamark, South Africa’s leader in audio and digital. Hundreds of globally recognised brands have seen success with Odeeo’s in-game audio advertising solutions, and Mediamark is the ideal partner to help marketers in South Africa achieve their brand objectives by leveraging the full power of audio – including in-game.’

Mediamark’s CEO, Wayne Bischoff, said, ‘The Odeeo partnership further establishes Mediamark as the leading provider of audio advertising solutions, making it a one stop shop for all digital and audio solutions. We’re excited to now offer clients non-intrusive in-game formats, within a brand-safe environment, that yields impactful results.’


Levergy Announced As A Finalist At The WARC Awards

Levergy Announced As A Finalist At The WARC Awards

Levergy and Telkom are leading South Africa at the WARC Awards. Levergy has been announced as a finalist at the WARC Awards for Effectiveness in association with the Cannes Lions.

The agency is the only South African representative on the shortlist and was recognised alongside client Telkom in the ‘Partnerships and Sponsorships’ category for their 2023 Netball World Cup campaign, Stand Tall.

Rob Garden, Managing Partner at Levergy, commented: ‘At Levergy ,we strive to create genuine brand connections by tapping into people’s passions, creating meaningful impact for our clients as a result. To be recognised as the only South African agency on a major global stage for marketing and strategic effectiveness is a wonderful testament to this.’

Stand Tall was created to use the sport of netball to inspire young South Africans to ‘live their monate’. It became the lead execution for the 2023 Netball World Cup in Cape Town and Telkom’s main brand campaign for the period, receiving record returns for a women’s sports sponsorship.

The WARC Awards honour the best marketing campaigns from across the globe that deliver strategic brilliance and effective impact to drive commercial success.

John Bizzell, awards lead, WARC, said, ‘Winning a WARC award isn’t easy, so all shortlisted entrants should be hugely proud of their work getting to this stage.’

The winners of the bronze, silver, and gold awards across all five regions will be revealed on 22 May. All Gold winners will automatically progress to compete at a Global level where a super-jury made up of all the regional jury chairs will award the coveted WARC Grands Prix, the ultimate recognition for marketing success.

‘I am really proud of our team of passion experts at Levergy and immensely thankful to our partners at Telkom for collectively bringing this inspiring piece of work to life,’ added Garden.


How Politicians And Marketers Can Learn Valuable Persuasion Techniques From Each Other

How Politicians And Marketers Can Learn Valuable Persuasion Techniques From Each Other
Dr Elaine van Wyk, IMM Graduate School.

Dr Elaine van Wyk, IMM Graduate School, says all over the world, and especially in the US and UK as they face elections, the electorate struggle to differentiate Democrats from Republicans, and Conservatives from Labour, as all parties today effectively have the same policies. With the plethora of political parties in South Africa, few voters know what any stand for.

Like marketing seeks to differentiate themselves from other brands, political parties can learn much from marketers about how to differentiate themselves. Finance minister Enoch Godongwana’s Budget speech showed that the upcoming national and provincial elections will not come cheap, as billions of rand have been set aside for the May 29 polls.

Both domains revolve around the art of persuasion and meaningful engagement with people to achieve specific goals. Politicians excel at persuading voters to support a cause. Marketers can learn from their techniques, tailoring messages to resonate with their target audience and drive action. By understanding the target audience and tailoring one’s messaging to address their needs and aspirations, marketers can create a powerful connection that drives action.

Successful politicians are skilled storytellers, understanding that their narrative leaves a lasting impact. Marketers can harness this power by weaving compelling stories around their brand, telling a story that creates emotional connections with consumers.

Just as politicians cultivate their public image, marketers should focus on personal branding. Trust, authenticity, and relatability matter — whether you’re running for office or promoting a product. If they are to win over voters, politicos need to be seen as approachable, trusted, and reliable – a person able to advocate the constituency’s concerns in a larger forum like national or local assemblies. Marketers can apply this same principle, establishing a clear and consistent identity for their brand that resonates with their target audience.

Since elections are fought ’on the ground’ politicians and their parties spend much of their time rubbing flesh with voters and addressing rallies. Marketers can take a leaf from their book by spending as much as time as possible with customers understanding their pain-points with a brand. There is no substitute for customer immersion and time in the field fostering community involvement, and building authentic relationships that drive brand loyalty, although in the case of marketers, it has to extend beyond just election time.

Politicians often cleverly use influencers – both the social media ones and the traditional ones like local community leaders. Such influencers have credibility and can help marketers to build support at the local level, while shifting control from established media.

On the other hand, what can politicians learn from marketers? Top of that list is the use of independent research to understand consumers/voters. Most marketers make good use of research tools like focus groups to mine consumer insights and track changing behaviours and attitudes. While many politicians believe they understand their voters’ minds, they are often blinded by their own biases and political mandates that paint a rosy picture. Third party research is more accurate.

Genuine insights typically emerge from unspoken desires, and many brands have learned that reorienting their product is often far more effective than changing the messaging. Sadly most politicians choose to ignore this, though many would be challenged to switch from a socialist to capitalist stance.

Important to politicians and marketers alike is consistency in communication and messaging. Political messaging is often diffused and inconsistent as they run ‘blind’. This is especially the case with ‘populist’ politicians who simply parrot what their followers want to hear. Brands specialise in tight messaging and clearly articulated guidelines with clear and inviolable campaign collateral. This approach to messaging should become part of a politician’s dossier.

Marketers frequently conduct A/B testing and experimentation to test variations and so refine their strategies and tactics. Politicians can apply similar methodologies to test different campaign messaging and policy proposals to determine what resonates best with voters.

Politicians can learn from marketers the importance of objectively measuring success – not just in terms of votes but in terms of socio-economic impact and long-term outcomes. By setting clear metrics and goals, politicians can assess the effectiveness of their policies and make informed decisions for future actions. Losses need to be analysed objectively, beyond standard introspection via committees of like-minded cadres.


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